Building Hype To capture demand

BlackMilk Clothing is an incredible e-commerce success story with a unique business model.

The brand known for two things: making ridiculously awesome, shiny leggings, and drawing thousands of people from around the globe to a passionate online community unlike anything the fashion world had ever seen.

BlackMilk has partnered with numerous iconic pop culture franchises to create limited-edition collections their customers go wild for.

Hypergrowth brands have to nail two things to scale sustainably: Customer obsession and merchandising accuracy. And when one informs the other? Magic happens..

BlackMilk are a vertically integrated business with on-shore manufacturing that allows them to produce collections with incredibly lean production times.

Speed to market is a huge competitive advantage, but when you couple that with highly accurate demand forecasting things go intergalactic.

BlackMilk utilises Swish to capture demand and intent for their new styles before they first thread is sewn. The team build hype for upcoming collections by making items available to Wishlist before they’re shoppable. Armed with these highly accurate purchase intent insights, the buying and planning team are able to accurately order based on true product demand, nailing their purchasing and driving high sell through and margin.

When the stock for a new collection arrives, the Swish x Klaviyo integration goes to work, sending customers personalised alerts based on their Wishlisted items.

Customers are automatically notified of price drops and stock updates on their Wishlisted items, helping them secure their favourite pieces—while ensuring BlackMilk captures every possible sale.